Be part of a category‑defining brand built from the ground up for millions of Extra Petite women.

Purpose‑driven, high growth, high margin.

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Be part of a category‑defining brand built from the ground up for millions of Extra Petite women.

Purpose‑driven, high growth, high margin.

SPEAK TO US

Back the Brand Redefining Fit

DEWEY is the first British womenswear brand for adults 5 ft and under — engineered to fit ‘straight off the rack’, no tailoring required.

Following a successful debut at Selfridges, DEWEY is rapidly gaining momentum as a leading force in the Extra Petite fashion movement. With brand ambassadors including five-time Paralympic gold medallist and BAFTA award-winner Ellie Simmonds and TV personality and professional dancer Jowita Przystal, DEWEY is capturing attention and building a fast-growing following across social media.

For millions of Extra Petite women, this is the first time fashion has truly met them at their height: stylish, proportional, and empowering.

The Problem We’re Solving

With 30 % of fast‑fashion returns caused by poor fit — and mainstream ‘petite’ cutting off at 5′3″ — adults 5′ 0″ and under are neglected by major brands.*

DEWEY is seizing this blindspot. We are creating items that aren't just scaled down versions of existing designs, to cater to millions of adults with ready-to-wear clothing that fits “straight off the rack.”**

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From Selfridges to the BBC, we’ve built a brand that’s won 14+ awards, features in mainstream media, and built a loyal customer base; delivering one perfect fit at a time.

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From Selfridges to the BBC, we’ve built a brand that’s won 14+ awards, feature in mainstream media, and built a loyal customer base; delivering one perfect fit at a time.

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Our Proprietary Solution

DEWEY’s Proprietary Sizing System is custom-built and based on thousands of data points gathered from and for adults 5ft and under. We’ve thrown out the outdated templates and rebuilt fit from the ground up. The result? Timeless, flattering designs that actually fit from the first time you wear them.

Our proprietary sizing beats the industry on three fronts:

  • 55 % AOV increase (Sep ’24–Mar ’25)
  • 7× lower return rate, cut dramatically vs fast‑fashion
  • 46 % repeat purchase rate, proof of product stickiness.

Proven Traction & Media Buzz

  • Debuted at Selfridges — the first Extra Petite brand on store floor
  • Featured in The Telegraph, BBC, plus 14+ fashion innovation awards
  • Endorsed by Ellie Simmonds & Jowita Przystał, driving millions of organic views
  • 20k high‑intent social followers and a highly engaged email list

Momentum in 2025

  • Celebrity‑led drops: Ellie Simmonds & Jowita capsule launches supported by national media.
  • Launch DEWEYdenim: a targeted entry into the $80bn jeans market, supported by strong early demand and limited‑run scarcity.
  • Strategic pop‑ups: high‑footfall activations to build brand affinity and test new regions.
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Business Model & Revenue Streams

Our multi-channel approach includes:

IP Licensing & B2B Partnerships

Significantly expanding and refining our proprietary IP — including pioneering work in inclusive sizing and fit standardisation — to unlock scalable and lower-risk growth through strategic B2B partnerships across retail. Roadmap includes future licensing opportunities with major third-party brands, enabling them to tap into our data-led R&D and bring better-fitting, more inclusive products to market through their own diverse go-to-market channels.

Expanding Reach

Scaling global D2C through enhanced website UX and localisation, smarter 3PL partnerships, targeted social storefronts, high-impact influencer collabs, and coordinated PR across mainstream media to drive awareness, traffic, and long-term brand equity.

Retail Partnerships
Expand our UK and international retail collaborations, leveraging the momentum of our Selfridges launch through the introduction of new product lines and exclusive SKUs.
Experiential
Immersive pop-up experiences that spark direct connections with customers, drive sales, and surface actionable insights.
Celebrity Capsule Collections

Maintain and expand collaborations with profiled cross-industry celebrities by co-designing capsule collections that elevate and amplify the DEWEY brand, drive sales, and foster customer loyalty.

Expanding Reach

Strengthen our global D2C footprint through enhanced website capabilities, strategic third-party logistics partnerships, targeted social media storefronts, influencer collaborations, and comprehensive public relations initiatives across mainstream media.

Retail Partnerships
Expand our UK and international retail collaborations, leveraging the momentum of our Selfridges launch through the introduction of new product lines and exclusive SKUs.
Experiential
Immersive pop-up experiences that spark direct connections with customers, drive sales, and surface actionable insights.
IP & Licensing
Ongoing development and future licensing of our proprietary IP to drive scalable growth through third-party brands and their diverse go-to-market channels.
Celebrity Capsule Collections

Maintain and expand collaborations with profiled cross-industry celebrities by co-designing capsule collections that elevate and amplify the DEWEY brand, drive sales, and foster customer loyalty.

Use of Funds

Investment will accelerate:

  • Collection and sizing expansion into our new product ranges, including DEWEYdenim and capsules
  • Customer acquisition through digital-led activations and FOMO marketing
  • Supply chain optimisation, including fulfilment in the USA to key retailers to ensure strongest returns on investment
  • IP protection and licensing initiatives to develop this lucrative revenue stream

A Category-Defining Opportunity

With 31 % of adults globally under 5 ft yet barely served, DEWEY stands at the forefront of a $12 trn apparel market (7.9 % CAGR)*.

Proprietary fit tech, award-winning design, and a loyal community make this a rare category-creating investment. Invest now to help redefine fashion standards — and capitalise early.

We’ve already raised £100,000 via founder investment, grants, awards and angel support—and now, we’re opening the door to new investors ready to help us scale.

Own a Piece of the Future of Fit

This isn’t just a niche—it’s a gap big enough to build a category-defining brand.

Join us in rewriting the fashion industry’s height standards and back the brand that’s redefining what fit really means - with the IP and data to back it.

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VISIT DEWEYCLOTHING.COM

* Published by HSBC Global Research
** Based on DEWEY’s extensive, comprehensive analysis of multiple reputable health sources and demographic data, DEWEY has identified that over 31% of the adult population worldwide is 5 feet or under in height.

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